The Online Advertising Types of Choices Based on DEA Method

Xianglan Jiang (), Yingjin Lu () and Wen-bo Yang ()
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Xianglan Jiang: University of Electronic Science and Technology of China
Yingjin Lu: University of Electronic Science and Technology of China
Wen-bo Yang: University of Electronic Science and Technology of China

Chapter Chapter 13 in New State of MCDM in the 21st Century, 2011, pp 157-165 from Springer

Abstract: Abstract The evaluation criteria of online advertising types of choices are discussed under the background of China’s current online advertising market continues to expand. With the development of Chinese economy and the Internet, more and more companies choose to advertise on the Internet. Because there are many online advertising types on the Internet and each of them has different function, some can make good profit and some not. Therefore, It’s important for distributors and advertising agencies to make good choices by evaluating the efficiency of the online advertisement. In order to solve such problem, this paper establishes DEA model to evaluate the online advertising types of choices.

Keywords: Data envelopment analysis; iAdTracker; Online advertising; Rich media advertising (search for similar items in EconPapers)
Date: 2011
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DOI: 10.1007/978-3-642-19695-9_13

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